Role / Art Director
Honda
2020
Honda Vietnam automotive introduced its new brand positioning: Feel the performance. The concept behind this is to Honda, “performance” is more than just exciting cars, but about making you feel excited on your every day journey.
Performance is embedded in the heart of Honda's philosophy. A collection of many performances aimed at igniting the excitement in a driver's heart - safety, speed, strength, luxury and handling.
BRIEF
In Vietnam’s competitive automotive market, Honda lacks a clear, ownable positioning. This results in inconsistent communication across models and weak differentiation against competitors.
TRUTH
When choosing a car, Vietnamese consumers prioritize performance, safety, and value for money with performance as the primary driver. Honda is already perceived to lead in “Excellent Driving Performance,” backed by strong engine power and handling, as recognized by both consumers and auto experts.
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